Ux analysis for Target

1Copyright © 2017Tech Mahindra, All Rights Reserved
UX Analysis - Target
By Tech Mahindra User Experience Management Team

Table of Contents
Discussion Topic
 Objective of User Experience Analysis
 Who is leading? – Competitive Landscape
 Customer Journey with Benchmark Criteria
 Heuristic Evaluation
 Detailed User Experience Analysis
 Summary of Findings
 High Level Recommendations

Heuristics
 Visibility of system status
 Match between system & the real
world
 User control and freedom
 Consistency and standards
 Error prevention
 Recognition rather than recall
 Flexibility and efficiency of use
 Aesthetic and minimalist design
 Help user recognize, diagnose and
recover from errors
 Help and documentation
 Features and functionalities
 Information architecture
 Navigation system
 Search
 Error Prevention
 Control & Feedback
 Content & Text
Parameters evaluated
ObjectiveWhy do this

1.To build an application
comprising the features and
functionality that would be
relevant to the Digital Initiative
strategies to sell Insurance
Online.
2.Enhanced brand value of
merged entity,
3.Performance Issues due to Real
Time Integration for all
Transactions
4.Overseeing Proper Master
Data/Content Management
methodologies
1.Visibility into Transactions
2.Memorability and Usefulness
3.Forgiveness and progressive
disclosing Tools
4.To enhance the usability of the
application by making it responsive
across the devices
5.Increase conversion with engaging
user experience
1.Diversion of Web Traffic to
Portals. Increase online users to
limit operating cost
2.Draw more traffic and acquire
new customers
3.Awareness of bespoke services
4.Reduced Operational Efforts
and Cost
5.Improve ROI
Objective
The user experience analysis aims to cover both usability and functionality aspects, including navigation, brand communication,
presentation etc for https://www.Target.co.in/en. The basic objectives are being defined in the following texts

We have considered ‘Sears’ and ‘Macy’
as the nearest competitor and conduct
competitive analysis of them from the
UX perspective only
The analysis is based on current trends
and best practices of industry
standards in engagement/participation
and recommendations.
According to “Fortune 500, 2017
amongst the big box retailer the online
market share of Target gone down
Rapidly and currently they behind the
competition
Competitive Landscape
Who is Leading

What we see at a Glance

1. Target was founded in the U.S. six decades before
Wal-Mart, but never established itself overseas.
2. 2. Overall, Target's grocery business is around
15% the size of Wal-Mart's It's focused toward
being trendy toward women and
teenage/adolescent girls deliberately, while Wal-
Mart goes without focus.
3. TARGET'S OUTPERFORMANCE WAS ITS FREE
SHIPPING OFFER. ITS ABILITY TO CHOOSE
WHETHER TO PICK UP ORDERS IN STORE OR
HAVE THEM DELIVERED; AND A 20 PERCENT
IMPROVEMENT IN ITS IN-STOCK POSITION.
4. Target saw its stock price drop roughly 5% and
then another 2% early after the company released
a dismal earnings report that revealed a decline in
shoppers.
SWOT
1. Walton family, however, expanded Wal-Mart to 28
countries around the world, which accounts for much
of the discount retailer's success today.
2. 2. Wal-Mart, which is the biggest grocery store in the
US
3. Online sales at Wal-Mart were up 1.6% during the
second quarter of 2016, beating the 1% increase
4. Looking ahead, Walmart anticipates further sales
growth of 1% to 1.5% for the current quarter, which
ends in October, while Target expects sales to dip as
much as 2% during the months ahead.
5.
So, which retailer is really more powerful?

1. Target would spend $1 billion this fiscal year on
beefing up its digital capabilities—as much as it is
spending on its 1,800 stores and expects e-
commerce sales to rise 40%.
2. Target last week said it would spend $1 billion
this fiscal year on beefing up its digital
capabilities—as much as it is spending on its
1,800 stores and expects e-commerce sales to rise
40%.
3. Target closing the gap with Wal-Mart
online
4. Though Target's revenue and earnings results on
Wednesday fell short of analysts' expectations, the
company outperformed in one area.
5. After seeing its online sales growth decelerate during the
third quarter, the bull's-eye retailer's digital sales shot up a
robust 34 percent during the holiday period outpacing
that at big-box competitor Wal-Mart, whose online
revenue rose just 8 percent during the quarter.
SWOT
1. As for Wal-Mart, e-commerce had grown 30% and
will redouble his company's efforts on that front.
Wal-Mart, whose U.S. sales are four times greater
than Target's, plans to spend about $2 billion on e-
commerce this fiscal year.
2. Moreover, with an impressive online sales increase
of 11.8%. What's more, Wal-Mart's recent acquisition
of Jet.com, the low-price online upstart that's
been undercutting Amazon (and Walmart) on prices,
should give the world's largest retailer a leg up in
the competition for shopper dollars—onlineBUT
it offered free shipping
without any minimum
dollar order. Earlier this
year, it permanently
lowered its free shipping
threshold to $25 from $50.
And create a SEAMLESS
EXPERIENCE For
shoppers jumping from
stores to online.
Simply
UX

Let`s see How
Wal-Mart's Shipping Pass service, which offers unlimited three-day shipping for $50 a year in test markets,
is proven to be a game changer for them . Wal-Mart charges non-Shipping Pass members for shipping on
orders over $50, while Target offers free shipping on orders over $25.
Then why would they change their meta description title ?
No Mention of Free
Shipping
Mention of Free
Shipping
Free 2
Day
Shipping
Expect
More Pay
Less

Let`s see How
Target`s ability to choose whether to pick up orders in online store or have them delivered; and a 20
percent improvement in its in-stock position. Why would then they compromise on Rolling Up Hero Banner
where promotions can be showed up in far more bigger way . Data found that Target's average order size
online was $79, compared with Wal-Mart's $76. But they are still behind the completion . And Wal-Mart is
successfully leveraging the on the use of Rolling Up Hero banner.
Promotions
Mention of Free
Shipping
No roll up
banner /
Products
are not
visible in
first fold
Good on
promotion/
Roll up Banner/
Products are
being
showcased
above the first
fold

Some Key Pointers -
A. Wal-Mart still has a bit of an edge over Target in terms of [online] volume, but Target is catching up,“
said Intelligence principal analyst Ken Cassar report from CNBC suggests .
B. Wal-Mart still has a bit of an edge over Target in terms of [online] volume, but Target is catching up,
C. Target's margins did take a hit during the holiday period. The discounter reported a gross margin rate
of 27.9 percent during the fourth quarter, versus 28.5 percent the prior year — a decline it attributed
to "investments in promotions."
D. Despite Target's gains, analysts noted that its overall share of online sales is way below where it
could and should be. According to eMarketer, online sales at Target accounted for roughly 3.4 percent
of overall revenue last year; at Wal-Mart it was slightly less at 2.8 percent of revenue. And while
Target's full-year digital sales jumped 31 percent, that fell short of its goal for 40 percent. What's more,
Mulpuru was skeptical that Target's holiday promotion would be enough to convert digital shoppers
into loyalists.
E. Whereas the Census Bureau said digital sales accounted for roughly 14 percent of total retail sales last
year, about 2 percent came of from its sales online. The "seamless" combination of different shopping
channels is one that Target should look at their as a major goal by improving User Experience in home
page and shopping page.
F. Walmart stand out from the competition is its mobile wallet, Walmart Pay, which the company
launched in December.

Let`s see How
Target`s ability to choose whether to pick up orders in online store or have them delivered; and a 20
percent improvement in its in-stock position. Why would then they compromise on Rolling Up Hero Banner
where promotions can be showed up in far more bigger way . Data found that Target's average order size
online was $79, compared with Wal-Mart's $76. But they are still behind the completion . And Wal-Mart is
successfully leveraging the on the use of Rolling Up Hero banner.
Navigation
Cluttered but
Informative
User will have
all necessary
CTA visible
Uncluttered
/Simple/Well
Grouped / Less
Informative /
Elegant. Option to
have reorder
favorite / Free Pick
up /Pick up
discount
NavigationAuto Hide
Header /
Promoting
App No Auto
Hide
Header/ No
promotion
of Native
App

Let`s see How
2 days
Shipping
Stands out ,
good feature
More Need bas
Approach by
‘Spruce up’
Top
Selling/Special
s/Rollback/
Clearance/
Curated
Collections
Shipping
Info/Carousel/
CTA/Ratings/
Fonts not
good/images
not good
Images /Font
UI is smart and
better
Not enriched
in feature and
functionalities
Good
Breathing
space , much
better layout .
Lacking WOW
factor though

Let`s see How
Fat Footer
Functionalities
, Email
Subscription
Poor Search
functionalities
Social Media
presence is
there
Voice
Search/Autofill
ers / Infinite
Scrolling is
missing
Enhanced
Search
Features and
Functionalities
No Fat Footer /
Go to
Top/Usefull
Tools/ Chat/
Help Videos
Has to be more
engaging to the
user rewards /
Payback
/Gamification
need to be
there

Let`s see How
Adaptive but
not responsive
, not fluid
Flat Design ,
Smart
Animations
are not present
Colour
Harmony /
Brand
Christening is
missing
Responsive/
Adaptive/Fluid
Flat
Design/Mobile
Friendly
/Adhering to
the Brand
Guideline
Font harmony
is not there /
unnecessary
use of italics /
No Animation

1. Target (Minneapolis, MN) has
grown its digital sales almost
30% annually over the past
two years still Revenue
declined nearly 6% last year.
Currently they are 23 in
Fortune List.
Target Macys Sears
1. Macys is stock selling at $
21.87 though their Profit Ratio
profit as as % of Revenues is
2.4 % up last year. Their
revenue recorded $25,778
declined 4% last year.
1. Sears sales declines are getting
worse and it is running out of
things to sell off to maintain a
cash cushion. But Sears
Holdings (SHLD, -2.51%) has
already shown us for the past
decade how a retailer can hang
on for long time by selling
digitally.
1. They have $ 30, 502 market
value recorded as of as of
March 31, Their stock selling
at $ 54.58 which is down by-
1.05 (-1.89%)
1. They have $ 9046 market value
recorded as of as of March 31,
Their Digital sales is up by 40%
1. They have $ 1231
market value recorded
as of as of March 31,
Their Digital sales is up
by 35%

Target Macys

Heuristic – Macys
www.macys.com/
Home Page
The user experience analysis aims to cover both Usability and User Experience aspects, including
navigation, presentation and consistency and other parameters mentioned in the score sheet.
1. Marketing message is very clear and well-
articulated
2. The site is very simple and ready to use for the
end user - as the user can find the required
segment very easily at the same time they can get
a quote spending not more than two clicks.
3. Trust, assurance and Speed are key factors for
this site. For that, they have ensured their
customers can find the right solution within a
click.
4. Macys website is feature intensive and customer
centric. The Online Campaign are welcoming . Lot
of Upsell Cross Sell initiative from the
promotional perspective have been taken
5. Hero banner is building Trust , Conveying
message in an Unique way to grab users
attention in milliseconds. It is significantly
interactive

a) The menu is not responsive but confined with
barriers for user s. It is not supporting Tappiness ,
adaptively in all devices . Menu doesn't work well
in Handheld devices. Fly out Menu Does.
b) The Site have beautifully and logically positioned
their selling items.
c) Layout is clean and cluttered free though running
behind the trend.
d) Conversational Interface / Personalized UI is the
heart of their design however such as Linear
navigation, one-handed navigation and the
hamburger menu is not present
e) Human Element along with the menus is very
much present still in terms of functional and
adaptive menu – they are lagging behind Target.
f) Complex purchasing processes are made easy .
Heuristic – Macys
www.macys.com/
- continuing

a) Auto hide header is omnipresent
b) Large and legible fonts
c) Appropriate Icons. Logical Grouping and proper information hierarchy help the user to the next action
without any confusion.
d) The imagery is beautiful
e) Nice and inviting baby colours with pastel shades, repetitive in the line of Brand.
f) Easy and distinguished ‘call to action’ points
g) Flexible and easy to use, kiddy's look and feel
h) Social media icons.
i) Use of little animation is missing
j) Customer review and Testimonials which suggest they are ahead of Target.
k) Reward and Saving options
Holistically : – Macys
www.macys.com/
-continuing- - Values

Heuristic – Sears
http://www.mamypoko.com/in/en/index.html
Home Page
1. Jakob Nielsen has a great 113-point
checklist in his book, Homepage
Usability, out of that almost 100
usability parameters are being met in
this beautiful site. Let us see what
constitute these major elements . We
will touch upon some fundamental
elements of those parameters
a) Site Load-time Is Reasonable-
24.8
b) Adequate Text-to-Background
Contrast
c) Font Size/Spacing Is Easy to
Read
d) Company Logo Is Prominently
Placed
e) Tagline Makes Company's
Purpose Clear
f) Home-page Is Digestible In 5
Seconds
g) Clear Path to product and
contact info.

Heuristic – Sears
http://www.sears.com
-continuing
1. Navigation Labels Are Clear & Concise
2. Number of Buttons/Links Is Reasonable
3. Site Search is not very innovative like
Target
4. All the Critical Content is not Above The
Fold
5. Styles & Colors Are Consistent
6. Emphasis (bold, etc.) Is Used Sparingly
7. Main Copy Is Concise & Explanatory.
They hold the same tone and voice as
the brand did in their offline campaigns.
8. Clickable objects are clearly identified
9. Images convey meaning, Enough
Human interaction is being shown
10. Easy to perform tasks for the new user
11. Menu is Category driven but
significantly Menu is NOT RESPOSIVE
1. It is certainly lagging behind Target in terms of Menu but lay out is far more consistence and elegant.
However, we found there is enough meat and potato for the customer to accept it.

Heuristic Evaluation of
Target

Heuristic – Target
https://www..target.com/
Home Page
1. Target has very beautifully represented
Hero banner but they could have dealt
with Cross selling or Upselling in much
better way. They are very fragmented
now
2. User Task is little complicated in terms of
upselling as no evidence of Upcoming
needs vs. historical purchases is being
shown in Product Gallery.
3. Products doesn’t have good alluring
images , Carousel , View all facilities.
4. Grouped offers that are offered at a
package rate tend to generate better
results than single offers. Unfortunately
none of them are being shown there
5. In Macys they have considered a value
that entails a wealth of product detail
and descriptions on their site and they
didn’t want to have complex promotional
stuffs . They are rather more natural to
the user and user might see the site more
familiar to use.

Home Page
1. Users her at the Target site might have
difficulties in choosing their desired
product t to complete the actual
purchase in easier-to-use retail site way.
Which is not good at all.
2. Target site could have used Features like
Infinite Scroll , Fat Footers for their
Products , Auto hide headers .
3. They should focus much on reducing
clicks or path to add to cart buttons or
product details page.
4. No direct Links , ideally image should
lead us to the product page which is not
happening here.
5. No quick info is being showcased.
6. Featured Category Carousel is not
present
7. However we found search is done is good
way . Categorization, Auto fillers are
there. Pervasive Search facilities are
missing
8. Save search or Voice Search could have
been a good feature

Home Page
1. Excellent Responsive Menus are there.
They give User facilities to go back and
return. Beautifully represented menus
with breadcrumb feature is made
available. Though users might have
issues with scroll in Navigation since
scrolling is difficult proposition in
handheld devices , overall menu has
performed far more better than its
competitors.

What we Propose
Today the world is marching forward toward automation , where is it in TARGET ? Can we not have an
Engagement BOT to provide better customer service . It can help us to create a more streamlined process all
on auto pilot. – ROUND THE CLOCK
Animated Call to action Buttons are an intuitive way to get attention without being annoying . It
helps user to take actions – subconsciously.
Once again coming back to the Hero Banner . Cinema graph Hero Image , Persuader videos are
considered more visits as shows in research . Forrester Research says Persuader videos are clicked up
to 60% more than their other siblings
Value Based Exist Overlay – This formula has proven to be a master to increase conversion . Target
can actually offer something of value to the customer while asking nothing in return.

Product Landing Page
1. Product Sizing,
Feature and Apply for
sample are the smart
features to offer. But
they are lagging
behind in upselling
and cross-selling in
their product page
2. Product Availability ,
Rollback Option , Sale ,
Specials , Deals for
individual items are
completely missing
3. We missed product
tour or Tutorial video
though which drives
good point on
learnability.

must-have flows in an e-commerce site
1. The Category page is
the list view of
products for a specific
category or
subcategory, usually
displayed in a grid
layout. It often
includes filters so the
user can drill down
and find what they are
looking for. The focus
of this page is for the
user to browse and
see a lot of products at
once, compared to the
Category Overview
which focuses on
promotion and
wayfinding.

Examples
1. We found few
interesting category
landing pages and
enlisted them
a) https://bellroy.c
om/slim-your-
wallet
b) https://wistia.c
om/product
c) https://squareu
p.com/reader
d) https://www.re
nttherunway.co
m/shop/designe
rs/badgley_misc
hka/navy_const
ellation_gown
e) https://onlycoin
.com/

Customer Journey
Benchmark Criteria

Customer Journey
Intuitive design is how we give the user new superpowers

Customer Journey
Talking Heads
Touch" or "multi-touch" interface implies instructive clues that are intended to be touched.The new
design considerations must apply to interface inputs that use touch or not (touch less) with outputs
that can involve any medium or sensory modality. Few design principles such as Affordances and
Signifiers, feedback and mental models enables interactions.
Affordances are a relationship between the actor (person or machine) and the device . Affordances are physical
structures that enable interactions. With a touch device, the main affordance is touch ability.
Therefore the perceived affordance are instinctive and depends on the mental models such as the user’s
understanding and expectations of interaction with the Interface .
Signifiers Since affordance has certain limitations signifier as a perceivable tool are sometimes put forward to
facilitate possible input interaction. In the design we have exemplified two state icons such as active and inactive
for effective communications.
Feedback
How does a person know that the input has been detected and understood by the system? The answer is
feedback . To be effective, feedback must be immediate . In design the moment we touch on a form field the colour
will change .
Conceptual Models
People understand how things operate by forming mental models of their principles of operation. Therefore the
device has to provide elaborate assistance to instruct the person about the alternative action.

Summary
Of
Findings

Overall Summary of findings
Elements Macys Sears Target
Home Page 7 out of 10 5 out of 10 6out 10
Task Orientation 6 6 3
Navigation & IA& Content 9 5 9
Trust and Credibility 9 5 1
Writing & Content Quality 8 4 2
Search 3 7 8
Help , Feedback & Error Tolerance 5 8 5
Page Layout & Visual Design 6 6 3
Accessibility 7 6 8
Visibility of system status 6 7 2
Match between system and the real world 6 7 2
User control and freedom 6 7 3
Consistency and standards 5 6 2
Error prevention 6 7 1
Recognition rather than recall 8 3 2
Flexibility and efficiency of use 7 6 2
Aesthetic and minimalist design 8 8 2
Help users recognize, diagnose, and recover from
errors
5 6 2

Recommendation
Online Channel Strategy

Brand
Navigation
Design
• Need More brand christening , not limited to just Hero banner only but also in other
sections too.
• Use of Videos, podcasts, articles , those leverage the brand.
• Improve background images/photos more relevant to Brand philosophy
• Global navigation should be well thought off and organized in logical hierarchy
• Breadcrumb navigation needs improvement. Mobile breadcrumb to be incorporated
• Search mechanism should be improved with “voice search”, added filters options etc.
• Visual clues for navigation elements have to be incorporated
• Unique imagery should be used .
• Trending Flat /Metro UI/ Material Design/ Skew orphic or Immersive Experience
has to be drawn. Theme that represents any aforesaid styles can be used to facilitate
memorable and useful contents in portal. It will drive passion and interest amongst end
users and would become more participatory.
Vision for future
• Responsive web design framework to device specific layouts (mobile/layout)
• Introduce more social sharing “pinterest”, ”, “tumblr” etc will increase the reach of the
blog
Summary
Overall Summary & recommendations

Cart
Guided Selling
•Product Finder
•Testimonial
•Tutorials Video
•Events
•Design Tool (Feasibility under evaluation)
•Product Comparison
•New Product Recommendation
•Listing of Re-seller by user’s geography
Content Management
•Product Documentation Management
•Workflow for Content Publishing
•Product Info Repository in Mobile (Offline)
Customer Experience
•Order Tracking
•Email/SMS Notifications
•Live Chat
•Chinese website
•Re-order & Scheduled Order
•Enhanced My Account page
Engagement & Conversion
•Sharing of Wish List
•Request for Quote with Negotiation
•Mobile store
•Improved Analytics & SEO
•Social media Integration
•Blogs
•Request for Sample
Marketing
•Promotions
•Campaigns
•Lead Capturing
Technology
• Order/Invoice Download
•Replication of Customer & Order History in online Store
Recommendation

Recommendation
 Interactive tools and decision support aids should be prominently
introduced in the website for the user to promote self service.
 Benefits and applications of components with updated documents
should be presented in a way that it captures user’s attention.
 Accomplishing user goals with a minimal number of clicks will lead
to user delight and is highly recommended with mega menu style of
global navigation
 Use this website to showcase on product launches and campaigns:
These kinds of marketing programs will give users a chance to view
the product demonstration. This can increase consumer awareness
and provide an excellent platform to reach untapped audience
 Online communities, case studies, innovation stories, experts view
points, blogs etc. should be added to promote products, solutions
and technologies.
Value
Adds
User Goals
Business
Objectives

IA
 The site navigation should support the user’s needs and the
information should be categorized as per their usage scenarios.
 Breadcrumb navigation should be available in inner level pages
and should be consistent in all pages.
 The labeling should be more intuitive with appropriate form,
navigational elements, product information, page titles etc.
 Time taken/number of clicks spent for task completion must be
reduced.
 Search tool needs to be made effective and should fetch relevant
results.
 User should have option to save search and browse search history
 Advantages or benefits of registering on the website should be
clearly mentioned
 My Account should have all necessary information relevant to the
users (order details, invoice, notifications, recommendations,
favorites etc.)
Information
Architecture
Navigation
Layout
Search
Page
Structure
Personaliz
ation
Product
Categoriza
tion

 Visual treatment used in the website should cater to all types of users from
engineers to investors . The look and feel, which is more on the technical side,
should be changed in a way that the site can entertain all user categories.
 To enhance the readability, adequate contrast should be provided between
background color and text font colors in the primary and secondary navigation of
the global home page, country landing pages and inner level pages.
 Efficient error management guides the user to accomplish transaction based
activities such as (registration, billing information, sales query, request for quote
etc.) with ease.
 Consistency should be made in with image size used for products, page title, fonts,
page layout etc. to support overall usability.
 Support section should be promote self help. The channel should be used for
registering cases, enquires, online chat which could be tracked by users. The
website should promote online communication. There should be clear integration
of the online and offline customer service channel
 Online store should have enhanced usability and support users in completing the
whole purchase cycle.
Consistency
Error
Management
Visual Design Support
Content
Value
Online Store
Brand Value and Usability

 Age Responsive Designs .
Different age group react differently to different content , layout and aesthetic choices. With New kind of Meta
Data becoming available , we can vary the experience based on the users perceived age increasing the chances
of connecting where it counts
 Engagement Bots .
Using bots to better customer service , generate sales lead , help create a more streamlined sales process all on
auto pilot . With them who knows the website might able to seal the deal with more leads – round the clock
 Animated Call to Action .
The CTA button is the hero of any page . Bu using simple animation we can call attention to it quite effectively .
Point of Caution – shouldn’t be going overboard too much of movement is painstaking whilst a subtle
movement in few seconds has been shown to get attention without being annoying .
 Cinematograph and Hero Image .
Enough to spark instant interest by using significant message related brand and the announcement .
 Persuader Videos .
Real people can create authenticity. By using variety of facts and tactics in one short video we can quickly
overcome any objection and close the sale.
 Value Based Exist Overlay
This formula has proven to be a master to increase conversion . Target can actually offer something of value to
the customer while asking nothing in return.
 Scrolling trumps navigation
put everything your prospect will need to make a decision on one page and entice visitors to continue scrolling
as you direct them towards conversion.

 Prior Experience
Prior experience is one of the biggest influences on task metrics and overall attitudes. In general, participants
with more experience rate the experience as a higher quality and perform better (faster, higher completion
rates).
 Task and Study Level .
task-level metrics like completion rates, time, difficulty, and errors help diagnose interaction problems and
generate ideas on what to imp
 Task Success Criteria
Open-ended tasks scenarios where users are asked to search for products or information on their own
volition. However, in un moderated studies, such open-ended tasks often show little differentiation between
websites. .
 Measure Preference.
Asking which website participants prefer is an excellent arbiter of choice. It’s most intuitive to ask this
question in a within-subjects study where participants encounter all websites.
Website and Brand Attitudes.
Like prior experience, existing attitudes toward the website and brand have a lot to do with the measures you
collect. Negative press can really influence people’s attitudes, and those affect UX metrics. Collect those at the
beginning of the study and you can also control for attitudes, such as prior experience, which allows you to
hold constant existing attitudes while assessing actions and attitudes. With before and after data you can also
measure brand lift to see whether the experience hurt or helped customer attitudes.

To cover both Usability and User Experience aspects, including navigation, presentation and consistency.
Basic Principles to
Improve the way user
see , learn and read.
1. Flexibility and efficiency of use (interaction)
2. 2nd level navigation have to be visible only by clicking the main menu
3. Increasing the wait time for the user as navigation is hidden behind click
4. 2nd level navigation should be placed near the global navigation and must be visible
on hover. This standard behavior will help users quickly access the information
without waiting for page load
5. Categorization of solution have to be presented above the fold before any vertical
scroll on the homepage
6. Critical information should be made available on the top fold of the homepage. This
helps users quickly access information
7. Standard breadcrumb navigation should be followed representing hierarchy.
8. Hero Banner has to translate the branding message and useful information for the
end user. Branding can use better by maximizing and effectively using white spaces.
9. Full-width HD images can be used at homepage to contributes higher levels of
conversions
10. Global navigation should be well thought off and organized in logical hierarchy
11. Trending Flat /Metro UI/ Material Design can be used. The theme that represents
any aforesaid styles can be used to facilitate memorable and useful contents in a
website. It will drive passion and interest amongst end user and would become more
participatory
12. Responsive web design framework to device specific layouts (mobile/layout)
13. Introduce more social sharing “Pinterest”, “delicious”, “Tumblr” etc will increase
the reach web content
 Brand
 Navigation
 Design
 Vision for future

Design Strategy

Gestalt Laws
Law of Pragnanz: This law states that the human
brain tends to process simple patterns—
patterns that are regular, even, and orderly—
faster than patterns that are more complex
It is easier to see that James is the top performer in the second
chart because the data plots are ordered here. If the data is name
or category-based, and not time-based, it is a good idea to
arrange the data in descending/ascending order.

User Adaptation
Capability and technology transition strategies are intended to increase the likelihood that users
will adopt a new application. The methods underpinning these strategies derive from the
disciplines of usability engineering and organizational change management
1. Build Anticipation and Excitement
2. Set Specific Improvement Goals & Communicate
Results
3. Invest in Training
4. Make Your Project Fun
5. Simplify Processes and Controls
6. Don’t Be Scared: Empower Employees
7. Reward Good Behavior

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User Experience Management (UXM)

Ux analysis for Target

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